Customers know that celebrities are being paid a large sum of money to endorse these products, which significantly reduces their credibility. As Shayla points out in her blog,

Using Celebrities in Ads is Not fulfilling Expected Return

people have become wise to these tricks.

I agree with this to a point. While simply having a celebrity endorsing a certain product may have lost its affect, celebrities who actually use a company’s product should be an effective marketing strategy. I am not as up-to-date on my facial creams as maybe I should be, so I’ll stick with what I know. Sports. Simply talking about how good a brand is might no longer be effective, but having athletes who need the top performance from their product using them speaks volumes to those of us who are looking for the same type of performance. These athletes depend on the best products to enhance their performance.

I understand that having Vanessa Hudgens say, “Hey, you shouldget buy this face cream they paid me millions to advertise” might not make you run out to the store. Actually seeing the product used by athletes who I used to aspire to be like is much more effective.

So while paying a celebrity to promote your brand may have lost its effect, sponsoring teams and individual athletes to wear your products should still increase sales.